• About Us
• Campus Life
• Rankings and Accreditation
• Support Smurfit
• News
  • Faculty Views
  • News archive
  • MBA Diary
• Events Calendar
• Multimedia Centre
• Photo Gallery

Sign of the Times

Date: 11 Sep 2008

“Spending on CRM may be up, but truly smart usage still has some way to go”, writes Professor Mary Lambkin

In a recently published article, Professor of Marketing, Dr. Mary Lambkin, noted that CRM software is one of the fastest growing product categories in business, and despite uncertainties in the economy, is expected to remain buoyant over the year ahead.

Professor Lambkin notes that Corporations may be investing heavily in gathering their customer data, but just 16 out of every 100 marketers worldwide rate themselves as ‘effective’ in their management of customer relationships.

In the report, Donavon Neale-May, Executive Director of the CMO Council states that marketers are trailing behind other departments in their focus on data and metrics and lack a clear plan or vision as to how to extract, leverage and optimise their customer information.

Professor Lambkin goes on to highlight the implementation difficulties associated with CRM software and outlines the top six strategic applications of customer information that marketers claim to need from their CRM systems.

Read the full article